how to end the war

1. Name: AaqibHussain Assignment:SalesManagement
CMS:013-16-0093 Assigned by: Syed FarazShah
Ending the war between Sales and Marketing
Some top level management in a company best describes the relationship between a sales and
marketing as very unsatisfactory, they will tell you plenty of reason for it like: under
communicate, lack of performance and over complains from both department. However, when
these work together substantial improvements will be there in the company but it is less likely to
happen many a times. They both undervalue the contribution of each other’s to the firm which
ultimately affects the company’s overall performance. However these two departments see each
other different perspective. The following are some of views of each departments against each
other.
Marketing
Marketing is mixture of product, price, planning and promotions. In other words flow of
products and services from producer to end users and consumers is also termed as marketing.
Like in marketing you need to go through market research to find the gaps and opportunity and
to avail and fulfil that gap is also the part of the marketing. Marketers see a sales team as they
see individual bases in the market not a market a whole, and company should be a marketing led
this will help company in the long term.
Sales
Since a product has been produced now its turn for sales teams to meet up their required sales for
the particular time period. Sales comes under marketing but this is where a conflict between two
arises which is very dangerous for a company to manage effectively. The main task in front of
sales teams is to earn profits by completing the given targets. Like said marketing is converting
your customers demand and needs into products, the sales function is to convert those products
into the cash inflow to the company. The way marketer see sales, the sales team is also like that
they believe that marketers set price too high which decreases the customers willingness to pay
and ultimately the short of their targets. They also believe that marketing spends too much of

2. budgets which can be used for some other beneficial activities to firm. Marketers since define
market as whole but we sales people interact with individuals in the market and we better know
the customers rather marketers do.
What to Do Dow?
Now for company it is mandatory as well as important to keep a balance between these two
departments which is very difficult for the company. There are some ways that company can
reduce the gaps between the sales and marketing teams, these are described as:
Have RegularMeetings
Communication is very important between any two conflicted parties because it is tool that can
overcome these issues and conflicts. Have a regular meeting like you can have a monthly or
bimonthly meetings to see the performance of the both departments. Appreciates the one with
good performance but more importantly motivate the other one tell where they are lacking. For
instance if sales are performing better then marketing then sales team should give some tips to
marketing teams how to reach customers and attract them. Because this will keep them in aright
and straight path.
Educate eachother on your difference
This is another very important point to be taken here, when you are doing something great just
share it in a way that it should create benefits to the both side because when it does you are likely
to get on the right track for the longer period of the time. This will really impact the firm’s value
and image.
Appoint a liaison
a liaison is an individual who works as link between two conflicted or may not be conflicted
parties to share information. In terms of sales and marketing the liaison possible work is to
communicate the gaps between the sales and marketing teams. He is the one who shares the tacit
knowledge to other team.
Sales force feedback

3. It is very uncommon in the organization and companies that sales people’s feedback is taken due
to very vague reason that they spend too much of their time outside the company in the field.
Since these are the people who meet customers on daily. So, their feedback is very important the
companies should held meetings on regular basis where the feedback and views of sales teams
should be given proper attention. This will boost up their confidence and are more chance that
they will perform much better in the future.
Conclusion
Proper alignment between sales and marketing leads to 32% higher revenue, 38% higher win
rates, and retaining 36% more customers, in addition to 24% faster growth rates and 27% faster
revenue growth. These are just few benefits of such alignments between sales and marketing. A
company can achieve a long term sustainability if they integrate the departments.